Children- The Real Decision Makers

This book illustrates that besides being customers in their own right, children's influence on family purchasing is steadily increasing. They have a direct as well as an indirect influence on the purchase of consumer durables in a household. The research probes into the factors influencing the behavior and decisions of children. While parents, family dynamics and external exposure influence children, the impact of media was found to be significant. Demographic factors such as age and gender also reflect and determine the influence of children on parental decisions. A sound understanding of children's influence on household purchase, and children-focused marketing campaigns would help in corralling young consumers and set a course for predictable future sales growth.